For years, Indian celebrities were mostly the faces of brands, smiling from billboards or TV ads. But that formula for how consumers are buying products these days is losing its spark. Today’s audiences want authenticity.
They can spot when a celeb is selling something they don’t use. So, the partnership model itself is changing. Stars now co-own, co-create, and sometimes even help run the brands they front. So, in a way, this is somehow turning marketing into collaboration instead of a transaction. It’s also redefining how influence works in India.
The Slow Fade of Traditional Endorsements
Celebrity endorsements once drove massive ad spends, but numbers are changing. According to TAM AdEx data, celebrity-led ads made up roughly 29% of Indian TV ads in early 2025. That’s a drop from previous years. That slide shows two things: brands are growing cautious about overexposure, and audiences are becoming harder to convince. Oversaturation has dulled impact as well, especially when viewers know the partnership is just a paycheck.
Social-first storytelling and joint ventures that feel personal are the ones that’ll likely gain more engagement.
The New Collaboration Blueprint
Instead of one-off ads, there are now brand partnerships that include shared ownership or product involvement. Take Sanya Malhotra’s Bree Matcha, a wellness drink she co-founded, instead of endorsing another label. It gives her creative control, a share in profits, and a stronger link with her audience.
Actors and musicians are no longer satisfied with being “faces.” They want to build something with staying power. Honey Singh, for example, turned from brand ambassador to co-creator with Yo Yo Watches under Titan. It’s part of a broader trend where celebs seek long-term value over short-term fees.
Even licensing and limited-edition drops are now tools to reach younger consumers. The Dream Theatre agency recently shared that Indian licensing deals are growing in fashion, sports, and content, letting celebrities expand into new markets through co-branded releases.
What Celebs Are Actually Saying
Actors like Kiara Advani have spoken openly about being selective with brand work. In an interview with Exchange4Media, she said, “I choose brands that match who I am and what I use every day. That’s the only way people believe you.” That authenticity principle is now the core of modern brand strategy.
Cricketer Hardik Pandya echoed something similar during a panel last year, noting that brands tied to lifestyle or fitness resonate better because they reflect what he lives by. These choices show that the celebrity equation has shifted. The goal is now credibility, not visibility.
The Role of Non-Core Brands
Many companies that weren’t traditionally part of the entertainment scene are also experimenting with new forms of partnerships. The likes of 10CRIC India have explored digital collaborations and co-branded content with sports and lifestyle creators. But they also mix it with partnerships with big names in the industry. After all, they’ve worked with Chris Gayle and Harbhajan Singh to bring their name out there.
That perfectly shows how brands that once relied exclusively on traditional ads are now finding new ways to stay visible without the usual marketing techniques.
Examples That Show the Shift
When Sanya Malhotra launched Bree Matcha, she wasn’t just endorsing wellness, as she also built a brand rooted in her image of balance and fitness. The launch leaned on her personal social media presence, where she shared product creation and testing details directly with followers.
Then there’s Honey Singh’s Yo Yo Watches, which tapped into his image of luxury and energy. That aligns perfectly with Titan’s youth segment.
Another case is actor Ayushmann Khurrana’s involvement in content-driven campaigns like “Cricket Ka Ticket” with Dream11. Instead of standalone ads, they made something that feels like short films.
Challenges Behind the Scenes
Building a brand with a celebrity attached sounds powerful, but it is rarely smooth. The biggest challenge is creative alignment. Both sides must share values; otherwise, audiences can sense the disconnect immediately.
Operational work is another challenge. Celebrities who co-own labels must deal with logistics, product testing, and marketing timelines. A misstep can hurt their reputation more than a failed ad campaign. Legal complexities are growing, too. Equity and IP structures now also need careful design to avoid disputes later.
Even the measurement of success has changed. ROI is no longer about media impressions but brand lift and engagement over time. Campaigns are now judged by their audience trust index, and not just reach.
The Takeaway
Celebrity–brand collaborations in India are entering a smarter phase. The old formula of face plus tagline now rarely works. Stars now want ownership, say in the product, and a measurable impact. Brands, in turn, are learning to share creative space.
As these partnerships mature, they’ll shape not just advertising but entrepreneurship itself. The next big consumer brand in India might not come from a corporate boardroom, but from a celebrity’s own studio.
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